By now, you may have a location in mind for where you want to open your own veterinary practice.
In addition to strategic reasons for choosing your location, it’s important to think about the community you’ll be a part of.
Maybe you already live in the area and know exactly what to expect in terms of clientele and local pet events.
Or, maybe you’re a new arrival and are eager to learn as much as possible about the community.
Either way, here are some things to consider that could help your practice thrive and become a household name among local pet owners…
Partner With Local Businesses
A good way to become part of the local pet network is to get out there and meet your “neighbors”—that is, other owners of pet-centric businesses in your neighborhood, town, or city.
This could mean…
Pet groomers.
Boutique pet gift and supply shops.
Boarding facilities.
Pet trainers.
Rescue groups or shelters.
Other veterinarians, especially with complimentary services like acupuncture, exotics, and specialty or emergency services.
Of course, you’ll resonate with some of these business owners’ pet care and business philosophies more than others.
But you won’t know which ones are a good match until you make the effort to meet them.
When you find colleagues with whom you’d like to partner, think about setting up a mutual referral program.
For example, if your clients ask about a groomer, you can tell them about the pet salon you recommend—and tell them to mention you referred them, for a discount (pre-arranged with the pet grooming salon’s owner, of course).
And vice versa, the groomer could refer new clients to you if they notice allergic dermatitis, ear infections, anal gland issues, or other concerns during grooming.
Set Up a Charity Effort
This may be a little bit of a challenge at the beginning when you’re trying to get your business up and running and cash flow is tight.
But even small efforts or funds could be helpful to start. It’s all about goodwill and showing how much you care about pets.
Plus, on tough days, it may make you smile to think about a good deed that’s not directly tied to the ups and downs in your appointment schedule.
One example of charity is a small donation to a local animal shelter or rescue group.
You can fund this yourself. But also consider having a collection jar on the counter where clients check out. That way, clients who feel inclined to do so can help with your charity effort.
During social distancing and curbside service, this may look a little different, of course…
Instead of a physical donation jar, you could include a checkout prompt that asks clients if they would like to donate—the same way many grocery stores have an option to leave $1 or more for charity when you pay with a credit card.
Teach Pet Owners About Local Pet Care Interests
While some pet health concerns are universal, such as obesity, others may have a higher or lower risk depending on climate and other location-based factors.
Different parts of the country face different pet health issues and concerns, including specific types of parasites and infectious diseases.
For example, if you live in a warm, humid climate that sees fleas year-round and has a high prevalence of heartworm disease, that’s something to talk to your clients about.
You could also include factors such as tick-borne diseases, heatstroke, certain fungal infections, foxtail plants, emergency-preparedness for hurricanes, and other weather-related and outdoor factors.
This is a good opportunity to use technology, too. Look for data from sites such as CAPC or the CDC. Some even have interactive maps and other visual tools you can show to clients.
In addition to talking to clients during an appointment, consider writing blog posts and sending out a newsletter with seasonal, local information, to keep your clients informed.
Social media is also a great place to share this sort of information.
Include fun local information, too! Your clients may enjoy hearing local news about pet events, charity drives from other pet organizations, and more.
Go To (Or Host) a Pet Event
“Pet events” could include many different things, such as…
Meetup groups for dog walkers.
Charity or fundraising events.
Pets in costume Halloween parades and contests.
Informative talks for pet parents on things like emergency preparedness or nutrition.
Puppy or kitten socialization classes.
Local sporting events where businesses can set up booths.
Farmers’ markets.
Pet adoption events.
In the time of quarantine and social distancing, this may also include virtual events.
See what works best for you. Since your days will be busy, try to choose events that are fun for you—so you can have a great time and renew your energy while allowing pet owners to get to know the real you and how much you love animals.
Written by: Dr. Tammy Powell, DVM
